MEDIA PLANNING FOR BUSINESS
- Course
- COMM512 - MEDIA PLANNING FOR BUSINESS
- Department
- Communication and Media Studies - English - Master
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 0
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- -
- Prerequisite
- -
Course Description
In this course, students are introduced to communication as a key concept in strategic public relations and strategic communication. After the course, students will be acquainted with theoretical frameworks for communication as well as their practical implementation. Special attention is paid to the alignment of strategy and control. Students will be equipped with an in-depth understanding of applied social research as a means of evaluating strategic communication programs, knowledge on how social research contributes to strategic communication planning as well as strategic communication evaluation, an in-depth understanding of established methods and tools of communication control, i.e. systematic, integrated, both formative continuous and summative evaluation against the backdrop of communication strategy and the ability to systematically derive a communication strategy from an organizational or business strategy.
MEDIA PLANNING FOR BUSINESS
Evaluation Tools (Active Term)
No evaluation items have been defined.
Course outcomes
- 01 1. Issues about media planning for business should be known.
- 02 2. Key steps of media planning should be explained.
- 03 3.Media environment changing should be explained..
- 04 4. Media environment changing should be analized.
- 05 5. Types of online marketing communication should be discussed.
- 06 6. Broadcast media characteristics should be evaluated.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction. 1. What do we mean by media and What are the fundamentals of media strategy? |
| Week 2 | Changing of media environment |
| Week 3 | Traditional media, newspaper basics, directories |
| Week 4 | Out-of-home media characteristics; Outdoor advertising; Outdoor ad sales; |
| Week 5 | Out-of-home media characteristics; On-premise signs; Posters; Transit advertising; |
| Week 6 | Out-of-home media characteristics; Using print and out-of-home media effectively |
| Week 7 | "What are broadcast media characteristics? Radio basics; - Television basics.Television advertising - Other video formats " |
| Week 8 | Midterm Exam Week |
| Week 9 | Digital media; Internet basics; The internet audience; Internet marketing; |
| Week 10 | " Digital media; What are the functions of internet marcom (marketing communication)? The information role; The entertainment role; The social role ; The word-of-mouth role " |
| Week 11 | "Types of online marketing communication; Websites; Why is intenet communication growing so fast? Social media tools- E-mail communication " |
| Week 12 | "Why is intenet communication growing so fast? Social media tools " |
| Week 13 | "Media planning and buying; How are media plans created? What are the key steps in media planning? " |
| Week 14 | "Media planning and buying; How are media plans created? What are the key steps in media planning? " |
| Week 15 | Why is intenet communication growing so fast? Social media tools |
Reference Books & Course Materials
- 01 1. Moriarty, S. Mitchell, N., Wells, W. (2012) Advertising & IMC. Essex, England: Pearson Education Limited.
- 02 2. Kirk Hallahan,Derina Holzhausen,(2007), "Defining Strategic Communication", International Journal of Strategic Communication
- 03 3. Scott M. Cutlip, Allen H. Center, Glen M. Broom (2006), Effective Public Relations, 9th.e., Pearson Education.
- 04 4. Arens,Weigold, Arens (2011), Contemporary Advertising,13th.e.,McGrawwHill. 5. Brian McNair (2011), An Introduction to Political Communication, 5th.e., Routledge.
Learning Outcomes
- L01 1. Issues about media planning for business should be known.
- L02 2. Key steps of media planning should be explained.
- L03 3.Media environment changing should be explained..
- L04 4. Media environment changing should be analized.
- L05 5. Types of online marketing communication should be discussed.
- L06 6. Broadcast media characteristics should be evaluated.
Program Outcomes
No program outcomes have been defined.
Po-Lo Matrix
The PO-LO matrix has not been populated yet.